Chapter Two
Chapter 2- slide 1
Chapter Two
Company and Marketing Strategy
Partnering to Build Customer
Relationships
Companywide Strategic Planning
Strategic planning is the process of
developing and maintaining a strategic fit
between the...
Companywide Strategic Planning
• The mission statement is
the organization’s
purpose, what it wants to
accomplish in the l...
Companywide Strategic Planning
Business
objectives
• Build profitable
Marketing
objectives
• Increase
Setting Company Obje...
Companywide Strategic Planning
The business portfolio is the collection of
businesses and products that make up the
compan...
Companywide Strategic Planning
Strategic business unit (SBU) is a unit of the
company that has a separate mission and
obje...
Companywide Strategic Planning
Identify key businesses (strategic
business units, or SBUs) that make
up the company
Analyz...
Companywide Strategic Planning:
Chapter 2- slide 8Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Companywide Strategic Planning
• Difficulty in defining SBUs and measuring
market share and growth
• Time consuming
Proble...
Companywide Strategic Planning
Product/market expansion grid is a tool for
identifying company growth opportunities
Develo...
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Product/Market Expansion Grid Strategies
Ma...
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Product/market expansion grid strategies
Ch...
Companywide Strategic Planning
Market penetration is a growth strategy
increasing sales to current market segments
without...
Companywide Strategic Planning
Product development is a growth strategy
that offers new or modified products to
existing m...
Companywide Strategic Planning
Downsizing is the reduction of the business
portfolio by eliminating products or
Developing...
Planning Marketing
Partnering to Build Customer Relationships
Value chain is a series of departments
that carry out value-...
The Marketing Process
1. Analyzing Marketing Opportunities
2. Selecting Target Markets
3. Developing the Marketing Mix
Cha...
Marketing Strategy and the Marketing
Mix
Chapter 2- slide 18Copyright © 2010 Pearson Education, Inc.
Publishing as Prentic...
Marketing Strategy and the
Marketing Mix
Market segmentation is the division of a
market into distinct groups of buyers wh...
Marketing Strategy and the
Marketing Mix
Market targeting is the process of evaluating
each market segment’s attractivenes...
Marketing Strategy and the Marketing
Mix
Customer-Centered Marketing Strategy
Market positioning is the arranging for a
pr...
Marketing Strategy and the Marketing
Mix
Marketing mix is the set of controllable
Developing an Integrated Marketing Mix
C...
Marketing Strategy and the Marketing
Mix
Developing an Integrated Marketing Mix
Chapter 2- slide 23Copyright © 2010 Pearso...
Managing the Marketing Effort
Chapter 2- slide 24Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Managing the Marketing Effort
Marketing Analysis – SWOT Analysis
Chapter 2- slide 25Copyright © 2010 Pearson Education, In...
Managing the Marketing Effort
Market Planning—Parts of a Marketing Plan
Executive
summary
Marketing
situation
Threats and
...
Measuring and Managing
Return on Marketing Investment
Return on Marketing Investment (Marketing ROI)
Return on marketing i...
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Principlesof marketing 02 [compatibility mode]

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Principlesof marketing 02 [compatibility mode]

  1. 1. Chapter Two Chapter 2- slide 1 Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships
  2. 2. Companywide Strategic Planning Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and Strategic Planning Chapter 2- slide 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall between the organization’s goals and capabilities and its changing marketing opportunities
  3. 3. Companywide Strategic Planning • The mission statement is the organization’s purpose, what it wants to accomplish in the larger Defining a Market-Oriented Mission Chapter 2- slide 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall accomplish in the larger environment • Market-oriented mission statement defines the business in terms of satisfying basic customer needs
  4. 4. Companywide Strategic Planning Business objectives • Build profitable Marketing objectives • Increase Setting Company Objectives and Goals Chapter 2- slide 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Build profitable customer relationships • Invest in research • Improve profits • Increase market share • Create local partnerships • Increase promotion
  5. 5. Companywide Strategic Planning The business portfolio is the collection of businesses and products that make up the company Designing the Business Portfolio Chapter 2- slide 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall company Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company
  6. 6. Companywide Strategic Planning Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately Analyzing the Current Business Portfolio Chapter 2- slide 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall objectives that can be planned separately from other company businesses • Company division • Product line within a division • Single product or brand
  7. 7. Companywide Strategic Planning Identify key businesses (strategic business units, or SBUs) that make up the company Analyzing the Current Business Portfolio Chapter 2- slide 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Assess the attractiveness of its various SBUs Decide how much support each SBU deserves
  8. 8. Companywide Strategic Planning: Chapter 2- slide 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  9. 9. Companywide Strategic Planning • Difficulty in defining SBUs and measuring market share and growth • Time consuming Problems with Matrix Approaches Chapter 2- slide 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Time consuming • Expensive • Focus on current businesses, not future planning
  10. 10. Companywide Strategic Planning Product/market expansion grid is a tool for identifying company growth opportunities Developing Strategies for Growth and Downsizing Chapter 2- slide 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall identifying company growth opportunities through market penetration, market development, product development, or diversification
  11. 11. Companywide Strategic Planning Developing Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies Market Market Chapter 2- slide 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Market penetration Market development Product development Diversification
  12. 12. Companywide Strategic Planning Developing Strategies for Growth and Downsizing Product/market expansion grid strategies Chapter 2- slide 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  13. 13. Companywide Strategic Planning Market penetration is a growth strategy increasing sales to current market segments without changing the product Developing Strategies for Growth and Downsizing Chapter 2- slide 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall without changing the product Market development is a growth strategy that identifies and develops new market segments for current products
  14. 14. Companywide Strategic Planning Product development is a growth strategy that offers new or modified products to existing market segments Developing Strategies for Growth and Downsizing Chapter 2- slide 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall existing market segments Diversification is a growth strategy through starting up or acquiring businesses outside the company’s current products and markets
  15. 15. Companywide Strategic Planning Downsizing is the reduction of the business portfolio by eliminating products or Developing Strategies for Growth and Downsizing Chapter 2- slide 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy
  16. 16. Planning Marketing Partnering to Build Customer Relationships Value chain is a series of departments that carry out value-creating activities to design, produce, market, deliver, and Chapter 2- slide 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products
  17. 17. The Marketing Process 1. Analyzing Marketing Opportunities 2. Selecting Target Markets 3. Developing the Marketing Mix Chapter 2- slide 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3. Developing the Marketing Mix 4. Managing the Marketing efforts
  18. 18. Marketing Strategy and the Marketing Mix Chapter 2- slide 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  19. 19. Marketing Strategy and the Marketing Mix Market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or Customer-Driven Marketing Strategy Chapter 2- slide 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts
  20. 20. Marketing Strategy and the Marketing Mix Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Customer-Centered Marketing Strategy Chapter 2- slide 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall selecting one or more segments to enter
  21. 21. Marketing Strategy and the Marketing Mix Customer-Centered Marketing Strategy Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing Chapter 2- slide 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall desirable place relative to competing products in the minds of the target consumer
  22. 22. Marketing Strategy and the Marketing Mix Marketing mix is the set of controllable Developing an Integrated Marketing Mix Chapter 2- slide 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Marketing mix is the set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market
  23. 23. Marketing Strategy and the Marketing Mix Developing an Integrated Marketing Mix Chapter 2- slide 23Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  24. 24. Managing the Marketing Effort Chapter 2- slide 24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  25. 25. Managing the Marketing Effort Marketing Analysis – SWOT Analysis Chapter 2- slide 25Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
  26. 26. Managing the Marketing Effort Market Planning—Parts of a Marketing Plan Executive summary Marketing situation Threats and opportunities Chapter 2- slide 26Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall summary Objective and issues Marketing strategy Action programs Budgets Controls
  27. 27. Measuring and Managing Return on Marketing Investment Return on Marketing Investment (Marketing ROI) Return on marketing investment (Marketing ROI) is the net return from a marketing investment divided by the costs of the Chapter 2- slide 27Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall investment divided by the costs of the marketing investment. Marketing ROI provides a measurement of the profits generated by investments in marketing activities.

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